Built On Vision Rooted In Legacy
“Build on Vision, Rooted in Legacy” isn’t just a fun brand tagline for us; it’s the truth, and it’s embedded in the story of our brand. Our name, Mirador, comes from the Spanish name given to the gazebo-like structures along the Corpus Christi Bayfront. Each of the eight Miradors commemorates the city’s history, but what many people don’t know is that they’re also rooted in the family history of Mirador Marketing’s owner. Dusty Durrill, the grandfather of Avery Durrill, our Chief Marketing Officer and owner, donated the Miradors on the Corpus Christi seawall in 1991. He had the vision and foresight to see these beautiful structures become the visual staple they are today along the seawall.
That same kind of vision, taking something that simply exists and transforming it into something memorable, is what we strive to do as a brand. Mirador, translated from Spanish, means “a looking point,” and that’s exactly who we are as an agency: a looking point toward a vision, rooted in legacy and driven to enhance whatever we touch.
After deciding on a name and beginning to research our visual identity, I wanted to lean into the core values of our history while looking towards our future. While trying to stay true to our Corpus roots, we wanted something that felt connected to the city’s Spanish influence and coastal nature, but also something that didn’t feel overplayed. I started experimenting with the idea of the concrete breeze blocks found throughout the city’s architecture. Not only do they tie into the windy city we call home, but concrete is also a foundational part of our history, with Concrete Street Amphitheater being one of the major brands under our agency.
Mirador Marketing Mood Board
I took architectural inspiration from both the Miradors themselves and the breeze blocks to create the mark that accompanies our full logo. The arch shape symbolizes our history, our legacy, and our growing future. Its light, thoughtful design reflects who we are and where we come from. We wanted our brand to feel welcoming to all kinds of potential clients as we entered the industry, and to do for the Coastal Bend what the Miradors did for the seawall: enhance what was already there and add something special that people remember.
-Chloe Hill (Junior Art Director)
Mirador Marketing Official Logo